Blog: Brand-as-Business Bites™

9.202012

Reinventing Normal

brand-as-business bit: Have you seen the latest TV commercial for Amazon? It’s terrific! Why?

It talks about what Amazon has already done. Unlike many technology ads that make promises about great things companies are working to make possible, this ad is basically a review of all the great things Amazon has already done.

It conveys a powerful brand idea. Amazon’s innovations have changed our lives dramatically (the company has set the standard in e-tailing) — but until now, probably didn’t get the credit for doing so because many of its breakthroughs have become so commonplace. This ad prompts the viewer to consider how Amazon has “reinvented normal.”

It humanizes the brand. Most e-commerce and technology companies struggle to establish a brand identity that’s likeable and personal. The tone and manner of this ad convey the humanity of Amazon.

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